Cup Pasta sets up in Antwerp and strengthens its national ambitions

Belgian pasta bar Cup Pasta has opened a new outlet in Antwerp, on Sint-Jacobsmarkt. This is the brand's second location in Flanders, as it pursues a methodical expansion strategy, having previously established locations in Brussels, Wallonia, and Leuven.

Photo : Cup Pasta

Launched in 2016 by Michel Colpan within the CGN group, the Cup Pasta brand has built its growth on a triple promise: speed, customization, and quality. The model is based on a formula that adapts to demand: 8 pasta varieties, 10 homemade sauces, 4 portion sizes, and several toppings. The experience, at the crossroads between a snack bar, a restaurant, and a fast food restaurant, is designed for fast food and takeaway.

The Antwerp opening represents a new step in its growth ambitions. However, this outlet adds a unique feature: it is Cup Pasta's first 100% halal restaurant, a positioning that could expand its target customer base in urban areas.

With locations already present in Brussels, Charleroi, Liège, Mons, and Leuven, Cup Pasta apparently wants to preempt the position of Belgium's leading pasta chain. This arrival in Antwerp, a competitive but dynamic market, allows the brand to position itself as a national player and, if successful, prepare for its broader expansion into Flanders.

The challenge now is to establish this reputation in a rapidly changing hospitality landscape, where meal personalization, affordable prices, and fast service are becoming standards. The logical next step, as suggested by Cup Pasta, is continued expansion, “in Flanders… and beyond.” It remains to be seen whether the model will withstand the test of competitive density and profitability demands in new markets. And, above all, whether it will appeal to the Dutch-speaking public…